Spil I Coop Appen (Dagens Ordjagt / Adventskalender)
- Brand
- Coop Denmark
- Year
- 2018
- Objective
- Loyalty
- Industry
- Retail
- Mechanic
- Arcade & Action
- Platform
- App
- Agency
- Playable
Objective
Danish grocery co-op Coop competes in a market where shoppers split their spending across four to nine different chains a year and price usually beats brand loyalty. Coop needed a reason for its ~2 million members to open the app every day, not just when they were scanning items at checkout, and saw a path to build a retail media business on top of that habit — selling suppliers a presence inside the games shoppers were already playing.
Solution
A game tile sits on the Coop app's home screen, right next to the scan-and-pay tools shoppers use on every trip. Tapping it loads a quick instant-win game — a scratch card, a slot pull, a spinning bottle, or a wheel of fortune — that resolves in seconds. Most spins award a small prize: a product already on Coop's shelves, collected in person on the next store visit. Occasionally a spin lands a bigger prize instead, pulled from an online catalogue and shipped by the supplier that sponsored it. Through December, a fresh game unlocks each day from the 1st to the 24th, and a separate daily word-guessing game challenges players to crack a five-letter word before they come back tomorrow.
Results
+100,000 unique players per game, and roughly 1 million winners redeemed prizes in Coop stores in 2023 alone. Redeeming a prize correlated with 9% bigger basket sizes and players visited Coop stores 15% more often. The December 2023 advent calendar drew 2.25 million game plays and a record 68% win-to-redemption conversion rate; across the full Christmas run that year, players logged 4.25 million game plays (average session 23 seconds), redeemed 500,000 prizes in stores, and — per Lobyco — 479,000 customers picked up prizes with 470,000 additional store visits between December 1 and 24. In-app game sessions grew from 10 million in 2018 to 24.8 million in 2020; that year's advent calendar alone reached 700,000 players across 3.5 million plays and 1.1 million in-store sample pickups. In a 2024 pilot of the daily word game, 50% of players were still playing daily two weeks after their first session.
- 1
The player opens the Coop app — the same app used to scan items, pay, and store receipts — and sees today's game promoted on the home feed and hero banner.
- 2
Tapping the banner opens the game inside the app. Participation is free and limited to Coop members with the app installed; new members gain access 1–3 days after signing up.
- 3
The core loop is a simple instant-win format that changes by day: a scratch card most often (Thursdays and Fridays), or a slot machine, spin-the-bottle, or wheel of fortune on other days.
- 4
Each session is short and resolves immediately — average play time is about 23 seconds in the Christmas campaign (18 seconds per December 2023 data).
- 5
A win is delivered as a direct in-app message; winners are never listed publicly.
- 6
Basic-game prizes are everyday products already stocked on Coop shelves, plus discounts or bonus credit, collected in person at a store; advanced games offer bigger, lower-odds prizes pulled from Coop's online store and shipped directly by the supplier.
- 7
A separate daily feature, "Dagens Ordjagt," appears on the home screen during set periods and challenges the player to guess a five-letter, Coop-product-themed word within six tries, in the style of Wordle.
- 8
Guessing correctly earns an entry into a prize or bonus draw, and the player's odds improve with each word solved — a hook that pulls them back into the app daily.
- 9
The program repeats weekly with fresh games and prizes, promoted in the app's own store listing.
